ISSN: 2222-6990
Open access
The rapid digitalization of the tourism industry has transformed how destinations attract and retain travelers, particularly among Gen Z consumers, who are the most digitally engaged demographic. This study explores the impact of digital branding on destination loyalty, focusing on Gen Z travelers in China. A conceptual model is developed to examine how digital brand engagement, functional value, emotional value, and sustainability perception influence destination loyalty, with perceived destination image acting as a mediating variable. A survey of 350 Gen Z travelers in China was conducted, and structural equation modeling (SEM) was used to analyze the data. The findings indicate that digital brand engagement is a critical determinant of destination loyalty, with emotional value and sustainability perception playing significant roles. Moreover, perceived destination image mediates the relationship between digital branding efforts and destination loyalty, reinforcing the importance of online interactions and brand authenticity in shaping travel behaviors. This study contributes to the growing literature on digital tourism marketing and provides practical insights for destination marketers aiming to enhance engagement and long-term visitor retention through strategic digital branding.
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